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About The Oregon statesman. (Salem, Or.) 1916-1980 | View Entire Issue (Aug. 18, 1929)
The OREGON STATESMAN. Salem, Oregon. Smfay Morning. August 18, 1929 PAGE TWENTY-ONE TMsWeek's Slogan: Thisli Great Held For Widely Advertised Product We Are Advertised By Our Products That Contact Us With Wide World's Markets op asd distributed by Raid, Mar doeh A Co. sad all tha rest? Tha men who founded that great con cern hare gne to their reward. Ions since. They bollded wiser than they knew. Just as their contemporaries who started the industries on tha land in the Ore. f?rhi rnnn'f whn hiva al.i vnn to their Ions homes, bailded wis- Q. rV.l:4... rC XXn . T n 1 L ! cr than they knew uuuciiui vuoiuv vi )T nak c vji j v aiiu a a.&i and Proces and Manufacture Gives Us What Amounts to a Franchise In Many Lines The Slogan subject this week NatlonatAdvert!sing. It is an im portant subject. The ability to produce and pack high class fruits and vegetables, and turn into manufactured articles our raw products generally, is one thing. It is basic. But our fa "cilltles for contacting with the treat coasun'r j-ublie is ?n: 'her necessary thing, the strength of which is e: m cAiii our prosperity. O U voted to the processing o our fruits and vegetables of various kinds, in divers ways. That con cern was formerly a conservative wholesale grocery house, operat ing in the central section of thi country principally, with head quarters at Chicago. It has been spreading so as to cover the whole rountrr. with already twelve branches, new ones in the paSt three year3 being at Los Angeles, San Francisco and Seattle. Th : Monarch brand is the talisman of ,We are best advertised by our(the concern. and under the egis marketed products, for- they are of thIa name there is a wide man based upon quality. On soma of j Hfacturlng and distributing organ them we have what amounts to a, 5-aticn. covering literally many franchise, either in exclusiveness ! hundreds of receiving stations and or in the fortunate tact mat we can"end out a better product than i possible to our competitors. There is room at the top. But the top Is not crowded, t is blessed by the security of. fcjelu.slvtness. Old Things Madae'Xew The Salem district has done some national advertising. Con siderable. It advertised loganber ry Juice, under two brands, Phcz and Loju. But for the World war. bringing too high prices for thai berries to be used in that way, and but for 80ae pthf c;thngs. .that mayfbe charged up-to the account of flick, thi: still' be p-Mhei'tAiniulat wards. But the'' came, and our house of carts tumbled. Though the field Is open still; but those who occupy it will have to largely build upon new founda tions. The same thing is true of dehy drated article?. That nrocess will come back How? That is for ,a iuture. It is true of the Mif'tland" ad vertising of our various tree and bush fruits. That idea, in its dif ferent ramifications, is still a good one. But we have lo.st by inaction part of the cumulative values that we built up. "There Is nothing' new under the sun" has persisted a a truism. It is far from the truth. There is something new under the sun, and' under the h bowers, every day and every year. New Advertising We are getting a lot of new ad vertising now. One firm, Baker, Kelley & MacLaughlin, with Salem in Oregon headquarters, put up this year 500,000 one pound car tons of Marshall type strawberries here, and could have had orders for double that number if there had been timf to get the carton containers. The orders came from sampling, principally. How far this will go, no one knows. It is likely to go far, in both Marshall type strawberrita and loganber ries, and perhaps :n raspberries and other fruits grown here. That is what may ,terr.iel almost free advertising. Almost acci dental; or you niny call it provi dential. We have the product, aud can increase the supply indef initely. Salem canned and pack ers deserve tSe credit of finding this way of nniketfnjr, by experi ments carried on here. - More Xcw Advertising Reid, I.Iv.r.Jo:h & (Jo., a great concern tii-.t gcej ba:k in history to the early filtici;. v2.:n our fore fathers were comi.i', to tl:-3 Ore gon Country in i.i.r ox tor.:: wagon trains, that will before long be 100 yenrs eld. Iia3 enter ed the Salem field. It is operat ing xho West Saiera cooperative cannery the present season, and will in a few days be running that plant to the limit of its ca. . paclty, oa pear? and evergreen (or Oregon) blackberries, to be fol lowed with prunes and perhaps apples. And that concern has taken ov canneries and packing and proces sin? olants. Many things In food. stuffs. A nation wide concern in Its scope: and world wide in its distribution. Our grandfathers relied on Monarch brand coffee and olives and other good things. Reid. Murdoch & Co. remain, and prefer to remain, still a wholesale food concern exclusively but with the addtiion of being a great manufacturing and importing and processing concern, covering the country. And supplying the re tail trade exclusively. Not. going Inte chain store at; aUi vStill hniMtn nn the retail concerns latflbWbuartluillhV great business nauve re-!0n er the Kings plant on North Front j canned and all the way from its early begin nings. Advertising Salem, Oregon Well, the writer has before him a handsome poster of Reid, Mur doch & CoJ advertising to its own selling forces and to the retail trade "Monarch Canned Straw berries. First Product of Our Sal-j em Plant." the quoted words in big letters, the text adorned by a photograph of the Salem plant (the old Kings plant as it will be when lt'is revamped) of the com pany. "You never saw such canned s,trawberries: you never Baw "tins so well filled; but there aren't enough of them," reads part of the poster. With the omission of a few paragraphs for want of room, read on: "MONARCH STRAWBERRIES a variety of berries grown ONLY in the Salem district . . . FANCY in every sense of the word.' "To the Salem plant (In the center of the berry district) each day go the choice of the day's picking . . . and before the day is done, they are ready for the MONARCH label. You never saw such strawberries. We wish we could multiply each case by a hundred. Next year we'll hope to have plenty for everyone. This year we are anxious for every salesman and every good Mon arch customer to see this product of our Salem plant, and to get the distribution that will jnaice next year's hoped-for volume of business easy. "Give every good Monarch cus tomer an opportunity to buy but sell no large volume to any one man. You'll receive samples from first car r.nd when you SEE them and TASTE them, you'll pity the limitations of our vocab ulary. "At prices only possible because we pnek them ourselves. Mon arch runlity from our dwn Mon arch facttory." Ju.t a Sample The above is ju3t a a"mple of what the location of this concern in Salem meann in the way of advertising to Salem and this dis trict to every man in Salem., and every person on the land produc ing raw products for Salem fac tories. The same thing is going on with reference to all our canners ! and packers. What te it going to ! do. when extended No Pent-Up Uticm In this field, as in many others in this land of diversity, Salem is no pent-up UUca. Its natural ad vantages extend its drawing pow er for customers around the earth. Ita combination of soil and sun shine and showers that make this land of diversity the country of opportunity. Onr prunes and loganberries go to all the countries bordering on the seven seas. Our forest products in the shape of lumber and the refinements of that trade, and in paper of vari ous kinds, go to all lands. - Our pumpkin pies are eaten wherever this delicacy is appreci ated, the stock of peculiar qual ity from our peculiar climatic conditions, added to peculiar pack ing formulas, building here the greatest factory of its kind in the world; in all the far-flung Del Monte chain that encircles the globe. When you eat a perfect piece of pumpkin pie, you think of Salem, Oregon, if you know what you are enjoying in the ul timate of pumpkin pie perfection. Vast Growth Here In 1911 the canned pack of Salem was 30.000 cases. Last year it was around 1,400,000 cases, and it will probably be larger this year, and much larger next year. It will increase inder initely. On July third of last year, the JIunt cannery. In . SaVam packed. 12.719 .cases of ruW or ,"", 256 family aired -cauis, which set end to end would make a column over 22 miles high; or would form a string of cars running nearly to Aurora or Albany. They were enough to fill 15 freight cars. That is the record, so far, for an Oregon cannery. But it will be exceeded many times in the fu ture. The record pack was most ly strawberries, raspberries, log anberries and cherries. In Many Lines Our flax and linen mills are sending their products to every country developing a business that Is destined to employ direct ly and indirectly here, a million people; with an output of $100.- 000,000 annually, and then have only a fair start on their way to their ultimate greatness. The Thomas Kay woolen mills here, and others in this section, are spreading the name of "Ore gon Woolens" throughout the country. The Gideon Stolz factory is sending 100 cars annually of vin egar to the markets of the coun try and going ahead by leaps and bounds. Founded over 60 years ago, and growing now by geo metric progression. We are sending 20,000,000 pounds of hops annually to mar ket, and 5,000,000 pounds of wal nuts and filberts. We will soon be sending 50.000,000 pounds of edible nuts, and in a litlte while thereafter have the greatest dis trict In the world for these pro ducts. When this valley i3 all irrigat ed, as it will be, and gets many sugar factories, we will have here the greatest dairying district in the country. This will be the peppermint oil (and other essential oils) center ot tha United States. Because It is so marked out by natural adaat- abillty. We will have (should have now) maraschino cherry factories. We are the country' celery cen ter on quality; will be on quantity. And tha Petaluma plua of Oregon, on poultry. And now the onion set center of the coast, and the. onion center of Oregon. And we are tha valley head let tuce center, and tha Oregon seed and bulb center. And the Oregon mohair center, and the valley wool center, and wil be the crude drug headauarteni of tha cmratrr Space forbids mention of manyN strings to our bow of promise; our muniments of title to future empire proportions of trad and commerce and leadership in many other ways. In very short, we have a world of things to advertise to a wait ing world of people, based on tha decrees of nature that marked this valley, for . permanent 'great, nesa and prosperity. One addition: Do yon realize that in due course such concerns as our canneries will shunt their products onto barges in the Wil lamette river, and they will be thus bound to every deep sea port around the earth, by water borne transportation? The heroism of Gnstav Lindow a Swedish officer who successful ly piloted his plane with one hand while he restrained a half crazed passenger with the other, has been recognized by the Carnegie Foun dation. Henry Allen Cooper ot Wiscon sin' has served longer In congress tturn.ayof thj present ip?jf et. ' m . Loganberry Juice Ought ta Come Back and Other Fruit Juices Should Be Exploited There Is a Real Opportunity Here for Big Busi ness or Large Cooperatives, Backed by National and World Wide Advertising This Is a can that ought to be made loud and repeated through. out the country a call to bir business ot able cooperative ex. ecutlves for the bringinr back ot loganberry Juice, and tha de velopment otoie fruit Juice busi ness generally in the Willamette valley. It Is a Macedonian call, and it represents a great mission field; an opportunity that promises big benefits and certain vast profits. Loganberry Juice is good and attractive. in mora wavm tBan ibt other fruit Juice. It has four fruit acids: those found in grapes, apples, lemons and oranges. Principally, It has the citric acids such as are found in lemons ' and oranges. It - has malic acid, a trace. It has pectose coloring matted, protein, ash, and invert sugar. And it has iodine. It is good for the prevention of goiter. Is a Corner Still t stands four square to all the winds that blow, in its manifold qualities of excellence. It will bear advertising. It has the points of advertising kick. Before the World war. logan. berry Juice was one of Oregon's principally nationally advertised products, and that part of the lo ganberry industry was built up to a point where it was the largest outelt for our grawesr in dispos. ing of their crops, and the most promising for a constant increase jacreage. This was" before the w f - m ('f,i g canning of loganberries, and long before the sending ot these ber ries la cold pack waa started. The principal outlet war then in the drying- of them, and tha pressing of then for their juice. What Happened But came th World war, and the demand for canned frnits of all kinds, and the prices of logan berries shot up from an average of lesa than 5 cents a pound to 10, 12 and even 11 cents a pound perhaps higher In some cases. The price had been down to as low as a eent and a traction a pound la soma former years, be fore the Juice Industry got to go. ing and tons of loganberries were left oa the vines. This happened agala, after the war, when, tha canning and the barrelling de mands had languished, and the Juice industry had been put out of tha running, by tha high prices. One Thing After Another The Loju company and the Phez company, the principal con cerns engaged In the pressing and marketing of loganberry Juice, merged and became tha Phcs company, and did a large volume of national advertising. It was go- j ing fine. But came the high berry j prices, and the juice business had been built up on tha idea ot ber-; ries at 5 cents a pound or there- j abouts; alto the government col-i lected big sums in beverage taxes, and the business was crippled, j and- had to be reorganized on a J moderate basis. (AlteTwaras, tne taxes were refunded, as having bee n illegally collected). Still Carried Oa Under the name of tha North-" west Canning company, tha busi ness Is still being carried oa, and there is a considerable demand from old customers, auch aa first class hotels ia tha big cities, from ice ica cream trade and .ether lines principally in Chicago, New York and San Francisco, etc. The trade ia being supplied regn ( Continued oa Page 24) Gideon Company Uaaatactarera of Vinegar, Soda Water, Fountain Supplies Sal en Phone 2 Ore. We Need World Wide Advertising Combine Your Grain At Proper Speed tft- if. i .t WE need advertising; we need the California spirit applied to Oregon, that we may put behind us the last traces of the old inferiority complex. We can do big things here because we have gTeat things to do with; great natural re sources the land of diversity and the country of op portunity. Salem is the quality district; we have more franchise crops than any other section of th$ country crops in which we excel or may excel on quality, or which we can grow ex clusively. It costs no more in freight charges to reach the 110,000, 000 people east of the Rockies than the 15,000,000 on the western slope, and the ocean rates are little or no higher to Oriental and European ports than freight costs to most Amer ican points. We should live up to" our opportunities, measure up to the motto our pioneer fathers gave to Oregon, "She flies with her own wings;" (alis volat propiis), living up to which will mark Oregon as the brightest star in the galaxy of states Now the most nearly virgin, the least developed of them all. Everything In BUILDING MATERIALS Cobbs & Mitchell A. B, Kclsay, Manager S49 S. 12th St. Phone 813 Keep Tour Money In Oregon Buy Monuments Made at Salem. Oregon Capital Monumental Works J. C. Jones A Co., Proprietors All Kinds of Monumental Work Factory and Office: 2210 S. Commercial St. Opposite I. O. O. F. Cemetery, Box 21 Phone CS9 Salem, Oregon ana by using both the Holt Combine and 'Caterpillar Tractor THE j 1 TP T? W f 3l OR FIFTEEN TRACTOR WITH ITS GRIPPING TRACK ACTION AND PROPER GEAR RATIO. ENABLES PULLING OF THE COMBINE AT THE PROPER SPEED THROUGH HEAVY STANDS OF FALL SOWN GRAIN, ALSO GRAIN WHICH IS LODGED. You are invited to inspect this equip ment, to consult as on your harvest problems. Loggers & Contractors Machinery Company Portland 315 East Madison Distributors Interesting literature will be sent on request. 345 Center Salem ;. to both tne cold pack outpui Uraot nnrl ia nnHni. tt ntrar tntn lioro And tO nreserVeS ana jama a great manufacturing unit, de- and jellies and other things, put CHRYSLER MOTORS PRODUCT - SATURDAY yoattetrour feroritefarfcrr bop... A bar est. tbtrt. t Jumpeo, aimit thim loat of ilallbc . . .CowMenblr toMthu tbi esfcaditan pal aato eack 4T will BcrmK jam t iHrt rirMrt. Oakland Pontiac Sales and Service VICK BROS. High Street at Trade Oregon Pulp and Paper Company Manufacturers of BOND LEDGER GLASSINE GREASEPROOF TISSUE Support Oregon Products Specify "Salem Made" Paper for Your Office Stationery Plymouth exces in motor car Essentials CIZI THE four things to consider mosuaselectine a motor carafe: The) body, wherein you ride; the engine, which makes the car go; the brakes, on which your safety depends; the first cost and the economy of operation and maintenance, which affect your pocketbook. ROOMIEST, STRONGEST, MOST STYLISH BODIES Plymouth bodies are full-shu out-measuring the entire low priced field in leg-room, elbow room and head-room. Plymouth bodies are the strntst to be found on any automobile at either a low or a medium price. Plymouth bodies are fortified for silence and safety, yet smartly styled. SMOOTHEST, QUIBTBST BNGINB The Plymouth power plant follows throughout the basic principles of Chrysler engineer ing with Chrysler-like results, performance that is flekible, smooth, swift and quiet. The FuQ-SIe 4-Door Sedan, $69$. Serial tmfmmt extrm mnd wpwards,. . h.facfry SUREST, SAFEST BRAKES The fuU-mt Plymouth b by far the safest low-priced car on the road. It it the only low-priced car with Chrysler weatherproof four-wheel kjJrtnlic brakes always equalized. LOW UPKEEP COST The Plymouth b America's lowest-priced full-tbu car. More dun that its simple, rug ged and efficient engine benefits you by a remarkably sparing use of gasoline and oil. r 1 CmM, 9&55 ttadsStr (whi rmmiU mmth f675 2-Dr StJmm, S675, Tmrmg, 695 Df LmxCr t (vM rmmUt taf), $695, 4-D-r Sedam, $695. All rut f. 0. A. faeffj. Pfymmah dtaUrt extend tie ctrvtni ence cf tote fajmruU. iMitiCA'i tow sst. raicto ruLL-sizs eaa 4 i e DEALERS: Fitzgerald Sherwin Auto Co., Bonesteele Motor Co., Chemeketa and Liberty 474 S. Commercial Telephone 1182 Telephone 423 Real Bargain Prices on mm Balloon Cords 29x4.40 $6.60 30x4.50 7.35 29x4.75 8.80 30x5.00 9-35 31x5.00 9.80 30x5.25 10.90 31x5.23 11.20 32x6.00 13.15 33x6.00 13.55 High Pressure Cords 30x3 Vi CL Reg $5.40 30x3y2 Os. 5.85 30x3y3 SS 7.90 31x4 SS. (6-ply) 11.00 32x4 SS. (6-ply) 11.65 32x4 SS. (6-ply) 1220 32x4yt 14.30 33x4 Yt 14.85 33x5 19.40 SPRINGFIELD BUILT TIRE S THESE Buckeye Tires are buUt of Kelly quality materials by Kelly workmen and are designed to give maximum riding comfort without any sacrifice of the dependability for whicn Kelly-built tires are famous. Guaran teed against imperfections during the life of the tire. Never before have you had a chance to buy bo much mileage for eo little money. This is a real opportunity to equip your car economically for a sea son or more of carefree driving. You need not lose the mileage re maining in your present tires; we will make you a liberal allowance for them as part payment on your new ones. Come in and let us show you how little a pair or a set of new tires will cost you after figuring the trade-in value of your old tires. INVITE US TO YOUR NEXT BLOWOUT PHONE "Jim" "Bill" The Station With a Clock .- i n 8 Vvl in : V o5 t. t'..t